Iceland extends support for Healthy Start and Best Start Foods

April 1, 2021

Iceland has extended its giveaway of frozen veg to customers using Healthy Start Vouchers in its stores across England, Wales and Northern Ireland until the end of August 2021. The free veg, worth £1, will boost the value of each voucher (worth £3.10), ensuring families have easy access to great value, nutritious food.

In Scotland, families will receive the same offer of free frozen veg when they spend £4.25 or more on a Best Start Foods card.

The schemes are designed to support families by providing them with a choice of milk, fresh, frozen, and tinned fruit and vegetables, fresh, dried, and tinned pulses, and infant formula milk. Best Start Foods cards can also be used to purchase eggs.

The promotion was announced last year as Iceland joined footballer Marcus Rashford’s Food Poverty Taskforce and was originally scheduled to end on 31st March 2021. It has now been extended to provide a helping hand to families into the Summer.

Frozen veg offers the nutritional value of fresh veg but also helps to reduce waste and lasts longer, helping families manage their budgets whilst ensuring they have healthy food to hand.  Customers can pick from 25 products in store.

For more information on Healthy Start Vouchers visit:

For more information on Best Start Foods visit: